• Serena Williams, who said her first auto purchase was a while Lincoln Navigator SUV she named “Ginger,” has signed to become an official spokesperson for the brand. A social media-based marketing campaign includes videos of Williams talking about and driving the 2018 Navigator, with ongoing videos to follow. “Partnering with a brand like Navigator comes from a genuine place,” she said in the first video. “Let’s just be honest: Serena Williams needs to be in the new Navigator.”

• The Smashing Pumpkins unveil 'Shiny And Oh So Bright' 36-city tour, their first tour in nearly 20 years, with founding members Billy Corgan, Jimmy Chamberlin, James Iha. Produced by Live Nation.

May 18, 2017: In an effort to broaden its alliance with a key demographic, WWE has signed a deal with Psyonix to have the company’s popular video game, online and eSports platform Rocket League integrated into marketing and live events.

The association begins this weekend when Rocket League will be a presenting partner for Backlash on May 21 (PPV).

Rocket League will also be a presenting sponsor for Great Balls of Fire on July 9 (PPV) as well as WWE’s summer tentpole event, SummerSlam, scheduled for Aug. 20 in Barclays Center, Brooklyn, NY.

Psyonix said that Rocket League has a participant and fan base of more than 31 million worldwide.

"The integrated partnership with Psyonix will provide Rocket League with an opportunity to utilize WWE’s global platforms and reach our passionate fan base, many of whom are avid gamers," said John Brody, evp-global sales & partnerships for WWE. "We look forward to working with Rocket League as we collectively build customized one-stop shopping programs to reach their consumers."

In addition to its sponsorship role, Rocket League creative will air across WWE Network, WWE’s digital and social channels, and on WWE’s flagship TV programs Monday Night Raw and SmackDown Live on USA Network.

WWE said that through this new partnership, fans at its upcoming live events would have the opportunity to "experience and play Rocket League at arenas across the U.S."

Rocket League is described by Psyonix as "a high-powered hybrid game of soccer using rocket-powered cars" to score goals.

In addition to individual game play, there are regional competitions among Rocket League teams, and there is an eSports Pro Rocket League under the auspices of Major League Gaming.

The key demographic for the game is 15-34, also a strategic target of growth for WWE.

According to Jeremy Dunham, vp-publishing, for San Diego-based Psyonix, "As WWE fans ourselves, we are well aware of WWE’s strong capabilities as a strategic marketing partner.

"WWE has proven time and again that they know how to execute fantastic integrated programming, and with an audience that has similar interests to our own, it was only natural that we team up to see what we could do together."